We had our first date with XYIENCE in 2008 to draft a press release on the signing of a UFC athlete. Back then, XYIENCE’s energy drink Xenergy had limited distribution, and the UFC was not on the mainstream’s radar. Potential distributors had a hard time digesting the value of Xenergy’s partnership with the UFC. Plus, XYIENCE had recently emerged from a Chapter 11 filing, and the competition in the energy drink category was (and still is!) fierce. But for us, it was love at first sip! We were up for the challenge because what XYIENCE had and still has is the Power to Win.
Our goals and scope of work for XYIENCE has evolved alongside the brand from helping the beverage industry to understand the value and impact of its UFC sponsorship to working closely with its marketing team to expand its footprint into other individual participatory sports. In between there have been new product launches, special events aimed at raising the brand’s profile in a particular market, red carpet events, autograph signings, award nominations, press conferences and special projects like the XenArt National Juried Art Competition and XY-What?, a video aimed at helping consumers understand how to pronounce the brand’s name.
Today XYIENCE is one of the fastest growing top-10 brands in its category, is distributed throughout the U.S. and has received awards such as Best New Carbonated Beverage, CS News; BreakOut Brand of the Year, Beverage World Magazine; Liquid Refreshment Company of the Year, Honorable Mention, Beverage World Magazine and CSP Retailer’s Choice Award, Finalist, CSP Magazine, among others.
While this inspiring brand’s success story is fun to tell—hats off to the muscle on the XYIENCE team that made it happen. #PowertoWin
